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More than likely, you started a business because you consider yourself an expert at something. One of the best ways to tout your expertise is to draft a whitepaper. Simply put, a whitepaper is a document that focuses on the problem and solution for a given subject. In the past, whitepapers were routinely used by the government and technology sectors for positioning on a specific topic. If you conduct an Internet search on “whitepapers” now, you’ll see that these documents are used to dissect a variety of subjects that range from politics to sales and marketing.

If you’re interested in writing a whitepaper, here are a few tips to help you get started:

• Know the issue : Before you pick up a pen or start tapping away on your keyboard, know what problems the customers you serve are facing, and how your expertise can help.
• Decide on a topic : Now that you’ve identified what your customers need, pinpoint a topic and list actionable solutions.
• End on a high note : End your whitepaper with a bang by clearly summarizing how to solve the problem you’ve identified, and any necessary next steps.
• Promote, promote, promote : Finally, don’t forget to let the public know about your whitepaper. Some things that you can do for promotions include: adding the whitepaper to your website and social media platforms; offering it to current and potential clients; and distributing it at speaking engagements.

Also remember that your whitepaper can vary in length. Presenting a well-organized document that follows a logical thought process is more important than the length of your whitepaper.  Happy writing!

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About Kristina Hill

Kristina Hill is the owner of MarComm Creative Group, LLC, a marketing communications business that helps small-and-mid-sized companies tell their story. For more information visit www.marcommcreativegroup.com .

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I’m a big fan of using photos during marketing activities. Because of this, I talk to small business owners all the time about the importance of having a variety of photos on-hand just in case the occasion arises where an image is needed or even just because. Images ranging from  executive head shots, to product photos, and images captured at special events help to visually tell the story of your business.

At the very least, try to keep a no-frills digital camera around so that you can capture quality photos of your business in action. Are you speaking on a panel? Take a picture of it. Did a celebrity visit your location? Grab your camera and get a quick shot. Or, take photos of the interior and exterior of your business location just because. Staged and candid shots are always good to have around. If there’s room in your budget, think about hiring a photographer to capture a few key photos. You’ll be glad you did. And, for quick, easy tips on how to maximize your photos, check out my blog post "5 Ways To Use Photos In Your Marketing Efforts ."

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About Kristina Hill

Kristina Hill is the owner of MarComm Creative Group, LLC, a marketing communications business that helps small-and-mid-sized companies tell their story. For more information visit www.marcommcreativegroup.com .

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By now, you might have seen some or all of the Michael Vick/Philadelphia Eagles press conference that took place Friday. For those who haven’t, Vick put his comeback tour in motion by announcing his deal to play back-up quarterback for the Eagles. The press conference was carefully orchestrated to position Vick as a rehabilitated man ready to get back to work as a star player in the NFL, while also making Eagles fans (who can be brutal), the city of Philadelphia, and the general public comfortable with the move.

For the most part, the press conference was predictable, but well done. There were countless mentions from Vick of "I’m sorry" and "bad mistake"; coaches showing support for Vick and the deal (including former NFL coach Tony Dungy in the press conference was a winner in my book); and countless questions by reporters trying to gauge whether or not Vick understands the bad decisions that led him down the wrong path.

As a small business owner, there are a number of public relations lessons to learn from the press conference, particularly when it comes to recovering from crisis situations. Think about it. At one point or another, we’re all going to have to utter the words "I’m sorry." This is especially true if you are a business owner. You might have to patch things up with a customer, employee, vendor, or in extreme cases, the public on a larger scale, as in Vick’s case. Here are a few basic take-a-ways from the press conference:

• Accept responsibility : If you make a mistake, admit it, sincerely. The public is much more forgiving of someone who admits their wrongdoings than someone who continually makes excuses for their actions. This might be hard to accept at times, but you’ll be better for it in the long run.
• Stay on message : Vick used the words "I’m sorry," and "second chance" countless times during his press conference. In fact, I’m sure that these words were in most of the sound bites from the press conference that were played by the media. Create message points that work for your situation and repeat often.
• That’s what friends are for : I was impressed with how Tony Dungy expressed his support for Michael Vick during the press conference. Dungy is respected in-and-outside the NFL, so I’m sure his vocal support carried weight with some people. Take note: In times of crisis, it’s always good to have a friend around who’s respected by the public.
• Be a problem solver : Now that you have admitted your mistake, tell how you’re going to fix the problem to ensure it doesn’t happen again. In Vick’s case, it is partnering with the Human Society to speak against dog fighting in inner cities across the country, among other things. From a business perspective, your problem solving could mean implementing new customer service channels, adding new safety procedures, or improving your product or service. The most important point in being a problem solver is to put concrete and measurable actions behind your words.

This is only the first of many more chapters in the Michael Vick saga, especially as we get into the thick of the NFL season. From a PR standpoint, this is an intriguing case study whether Vick gets back into good graces with the public or not.  I know that I’ll be watching to see what other PR moves Vick’s management team and the Eagles unleash during his comeback march. Will you?

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About Kristina Hill

Kristina Hill is the owner of MarComm Creative Group, LLC, a marketing communications business that helps small-and-mid-sized companies tell their story. For more information visit www.marcommcreativegroup.com .

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I love to read. I’m especially drawn to books dealing with various facets of marketing. One book that recently made my reading list in this category is “Now Is Gone” by marketing strategist Geoff Livingston and Brian Solis , principal of the PR agency FutureWorks. I heard a lot about the book a few months back and finally had a chance to dig into it.

"Now Is Gone" serves as a beginner’s course for executives and entrepreneurs looking to add social media to their marketing mix. Even with all of the blogging, tweeting, and Facebooking going on, there still are a lot of people who fall into this category. If this is the case, or even if you need a social media refresher course, I recommend "Now Is Gone" as a good read for three primary reasons:

* The book provides practical, relatable insights about what social media is, and tips on how to enter and succeed in social media in a way that’s right for your business.
* The book features a number of real-life, practical case studies from small and large businesses who are succeeding with social media.
* The book is a quick, easy read. This is especially important since the words “social media” still ignites fear in some people. No matter the level, you will be able to glean information from this book.

Also a treat were interviews taken from Livingston’s Buzz Bin Blog with marketing experts such as Todd Defren, Laura Ries, and others. If you consider yourself a social media pro, this book may not be for you. But, if you are a newbie in this space or are curious as to what others are saying about and doing with social media, "Now is Gone" is a good place to start this journey.

Visit www.nowisgone.com to find out more about this book. And don’t leave the site without checking out a few of the social media marketing case studies.

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About Kristina Hill

Kristina Hill is the owner of MarComm Creative Group, LLC, a marketing communications business that helps small-and-mid-sized companies tell their story For more information visit www.marcommcreativegroup.com.

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Even in the age of social media, press releases are still a great way to generate news about your business among the media and general public. Another plus about press releases is that you also can use these documents to generate content for other communication vehicles as well. Here are four tips that will help you stretch the content in your next press release.

• Expanded Focus : Most press releases cover the basics of your news topic: who, what, when, where, and why. Add some spice to your release and transform it into a short feature story for your next print or e-newsletter or e-zine submission.
• Social Media : Turn your press release into a blog post or break it up into short bursts of information and tweet about it on Twitter.
• Web Content : Fresh Web content is always a plus. Depending on your press release topic, you can turn your release into a Web Q & A with a key figure, a tip sheet, or even a free case study.
• Refresh Sales & Marketing Kits : It’s always worthwhile to let your customers and prospects know that your business is evolving. Add your releases to print and online sales and marketing kits to help tell your business’ story and to generate conversation that leads to sales.

These are just a few ways to add more bang to your press releases. Feel free to add to the list. We’d love to hear your thoughts.
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About Kristina Hill

Kristina Hill is the owner of MarComm Creative Group, LLC, a marketing communications business that helps small-and-mid-sized companies tell their story.

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Almost a year ago, I wrote a post called "Do You Twitter," which trumpeted the use of the then-new micro-blogging platform. The basic premise of this writing was that companies of all sizes and backgrounds were using Twitter to promote their products and services and engage their customers. It’s funny to look back and think that this was just the beginning of the Twitter phenomenon. Since then, the popularity of the platform has exploded. I found some stats stating that Twitter attracts nearly 14 million visitors in the U.S. alone and 6 million registered users. There also have been countless articles on the site (check these out here and here ). Amazing.

I’m still excited about Twitter, and its marketing potential for small and medium-sized businesses in particular. In fact, today I worked with one of my clients, Mert’s Heart and Soul restaurant, to launch the business on Twitter. I gave a basic Twitter presentation to the "Mert’s tweet staff" and they were happy to have another vehicle to connect with current and potential customers. Twitter also will give the Mert’s team a real-time marketing tool to promote activities ranging from special offers to recipes. I look forward to seeing the Mert’s brand grow on Twitter. This should be fun.

I’ll be blogging periodically throughout this journey to offer tips, lessons, and insights that can help other small businesses who are poised to launch on Twitter, too. If you want to launch your business or Twitter but have not made the leap yet, here are a few tips to help:

1. Research : There are countless online articles about Twitter. Use this library of information to familiarize yourself with the platform. Also, if you know of people and businesses who use Twitter, ask them for advice or jump on the site to see what they are tweeting about.
2. Strategy : Develop a clear strategy for why you are bringing your business to Twitter before you join. Twitter is essentially another marketing communications engagement tool, and you want to bring real, meaningful conversation to your community of followers.
3. Training : Train your staff on how Twitter will be used for your business and the appropriate etiquette, especially if they will be charged with posting tweets.
4. Think Value, Value, Value : Think about what value you want to deliver through the platform. What are some things that your customers/followers need and expect to hear from you? How can you extend your brand promise to the Twitter platform?

Have you recently launched your business on Twitter? If so, are there any insights that you can share from your experience? We’d love to hear from you.

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About Kristina Hill

Kristina Hill is the owner of MarComm Creative Group, LLC, a marketing communications business that helps small and mid-sized companies tell their story.

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Internal communications is just as important as external communications.  After all, it is employees, board members, and others on the front lines that have the most contact with your customers and other key members of your business’ community – on and offline. Because of this, it is important, as a business owner, to find out if your employees know who you are. And in “knowing,” not just knowing the name of your spouse, kids, etc., but what makes you tick from a business perspective.

Think about it.

Can your employees clearly articulate and act upon the mission and vision you have for your business, and how this is being realized? Do they know what market forces are keeping you up at night? Do they know the long-term plans of your business and how they fit into the equation? If the answer to these questions are no, there are multiple cost-effective tools that you can use to reverse the tide. Here are some suggestions:

• Start an internal blog to open up a line of communication with employees. Be transparent with your thoughts and welcome feedback and comments. A blog is an ongoing commitment so once you start, keep going and evolving.

• Use an old-fashioned comment box and invite employees to submit to you comments, suggestions, and questions - then follow up with your response.

• If you have an internal newsletter, pen a special column that allows you to share your thoughts on various issues.

• Start revolving coffee breaks with employees. During this time, let them know that you are a real person and that you value their insights.

• If your company is tech savvy, use short video clips to share your thoughts on critical developments and post them on your intranet site.

• Make a commitment to hold regular staff meetings. Remember to talk and listen.

I know that it can be tempting to focus all your efforts on external communications and marketing. After all, it is important to continually engage current and potential customers. But your internal staff is critical to retaining long-term, satisfied customers. After all, having employees that know who you are and their role in your business is the best way to accomplish this goal.

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About Kristina Hill

Kristina Hill is the owner of MarComm Creative Group, LLC, a marketing communications business that helps small and mid-sized companies tell their story.

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I was skimming through a few marketing and PR publications the other day and stopped to ponder the change in vocabulary and foundational thinking the industry has experienced in the last several years.

Think about it. The term target audience has morphed into “community,” mostly due to the rise in social media platforms. Instead of focusing on writing copy, we now focus on creating content that can be used across multiple platforms. And, instead of "talking to" consumers through traditional marketing communications efforts, we now engage them, and earn their permission to bring products and services into their lives. (Speaking of engagement, the White House recently changed the name of its "Office of Public Liaison" to the "Office of Public Engagement." A true sign of the times. Click here to read more about this.)

This transformation is truly amazing, and makes me even more excited about what’s ahead in this arena – especially because businesses of all sizes can succeed in this new world by developing a sound strategy that connects them to the right group of consumers. Here are a few more changes that I jotted down:

Was …
Target audience
Talk to consumers (one-way marketing)
Media
Mass Marketing
Press Release
Copy
Web/Link Optimization
Interruptions (Messages/Ads)
Single Platform Campaigns

Now …
Community
Engage Consumers (Conversational)
Permission Marketing
Social Media
Individualized Marketing
Social Media Release (or Multimedia Release)
Content Optimization
Involvement (Experience/Ideas)
Multi-Platform Campaigns

Have anymore to add to the list?

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About Kristina Hill

Kristina Hill is the owner of MarComm Creative Group, LLC, a marketing communications business that helps small and mid-sized companies tell their story.

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This week marked the first 100-days-in-office for President Barack Obama. As with other presidents, President Obama’s performance thus far into his young term was heavily critiqued and even graded to determine what he’s accomplished, and what these developments could mean for the remainder of his term. (Speaking of grading, I loved CNN’s instant poll that allowed their website visitors to grade President Obama’s first 100-days. CNN shared the results on air after each grading segment was complete. What a dynamic way to use information).

After seeing countless news stories about the President’s 100-day milestone, I started to think that it might also be useful for businesses to critique how they are performing thus far in 2009 as it relates to their marketing efforts. Not sure about anyone else, but for me the beginning of 2009 seems like it was 100 years ago instead of just a hundred plus days ago. Taking an assessment of what’s happened and where things are headed is integral to staying on track with this year’s goals. Here are a few areas that you might want to assess pertaining to your marketing outreach as we inch further into the year:

• Have you been able to clearly articulate your story using the appropriate channels?

• Have you been proactive in trying new marketing channels when other tactics aren’t getting the job done?

• Have your marketing efforts retained current customers and attracted new customers?

• Is the copy on your website, ads, presentations, brochures, public relations documents, etc. fresh and relevant to your target customers?

• Have you been able to secure any significant traction in the media this year?

• Have you proactively stayed on top of the latest trends in and outside of your profession/industry?

• Have you explored new avenues for networking and potential partnerships?

• Are you in tune with what your customers want/need?

• Are you still passionate about your goals for 2009?

These are just a few questions that can help you measure your marketing output so far in ‘09. Did you make the grade? I’d love to hear your thoughts about other questions that should join this list.

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About Kristina Hill

Kristina Hill is the owner of MarComm Creative Group, LLC, a marketing communications business that helps small-and-mid-sized companies tell their story.

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Like the majority of the more than half-million people who have viewed the Domino’s Pizza video that’s been circulating the web this week, I was totally grossed out during and after I watched this showcase of employee misconduct at its worst. My fears about what could happen behind the scenes at restaurants had been realized, and it wasn’t a pretty sight.

However, consumer gross-out and probably a few felony charges for the employees in the video aren’t the only thing at stake here. Also on the line is a brand, Domino’s, which thus far has enjoyed a solid reputation among consumers. Not a day goes by that I don’t see a Domino’s commercial on TV or a Domino’s delivery car rolling though my neighborhood.

Overall, I’ve been impressed by how Domino’s has tackled this catastrophic issue. They’ve spent the last few days wrestling their brand from destruction by issuing stern statements and press releases, fielding interview requests, posting video responses on YouTube, and establishing an account on Twitter that speaks directly to this crisis (among other things). I think this response and the incident in general has within it several worthwhile examples that small and mid-sized businesses can learn from as we all get used to navigating the world of social media. Here are a few thoughts:

• Recognize the power of social media : The Groundswell is real. Hundreds of millions of people across the globe are engaged in social media every second of the day, and this interaction will only continue. It’s important that everyone recognize the power of social media, and the people who participate in it. After all, it was the online community that brought the Domino’s employee video to the forefront. And, if you aren’t already engaged in social media in some way, now might be a good time for you to jump in.
• Monitor the web : Do you know your Webutation? If not, now’s the time to find out. Monitor what’s being said about you and your brand in the social media realm through vehicles like Twitter,  YouTube, Flickr, and online in general. The best part about online monitoring is that you don’t need a large budget to begin your monitoring efforts. Start off using free tools like Google or Yahoo! alerts and checking vehicles like search.twitter.com for key words connected to you or your company.
• Be Responsive : If you do find inaccuracies about your company online, swiftly respond using the appropriate channels. Like Domino’s, your response mechanisms can range from media and public relations, to posting on social media sites, to using your website, or using an integrated strategy.  Your response mechanisms will depend on the severity of the issue. All-in-all, it’s best to get a grasp on the situation before it spreads like wildfire.
• Education is key : If you haven’t already done so, invest in social media education for you and your employees. In today’s environment, even having basic knowledge of this new landscape can be beneficial to your organization’s growth and vitality. If you don’t have a budget to confer with an expert, follow blogs on the subject, find online presentations/websites/articles, or take a trip to your local library and check out a few books on the subject. It also might be beneficial to establish social media procedures for your organization that speak to how the medium will be used, employee participation, crisis response, etc.

These are just a few basic takeaways from the Domino’s case. As this story continues to play out, I’m sure that there will be more lessons that we all can and will benefit from. Are there any other lessons that should be added to the above list?

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About Kristina Hill

Kristina Hill is the owner of MarComm Creative Group, LLC, a marketing communications business that helps small and mid-sized companies tell their story.

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