• WordPress is free. Yep, you heard me right.  WordPress costs you nothing.  All you need is a webhost and a domain name.  WordPress becomes your site.  Originally designed for blogs, WordPress has evolved into arguably the greatest content managment system available.  And, it’s free.  Beat that, expensive web designer from 1997.
• IT’S SO EASY TO USE. Yeah, you used to have to have your web guy do all the updating for you.  There are still some things you need a web guy for (otherwise I wouldn’t be around), but you don’t need one every time you want to add something to your site.  If you can use Microsoft Word, you can use WordPress.
• TEMPLATES, TEMPLATES. TEMPLATES! Not ready to pay big bucks for a custom design?  No problem.  There are literally thousands of WordPress templates that are a cinch to install, with more being released all the time.
• SEARCH ENGINES LOVE IT!. Your friends, the search engines, love WordPress.  Mostly because WordPress sites are updated often, but you can add some powerful tweaks to WordPress that make the search engines just eat it up.
• YOU ARE IN CONTROL. As popular as they are, the multiple template-with-hosting combo sites that are springing up all over the web are not the best use of your time or money.  You host on their server, using their template.  And compared to what you pay for web hosting, these sites charge astronomical fees.  Like 10x what you should pay for web hosting.  And they really do nothing for you.  Keep control with your own site on your own hosting account.
• VIDEO AND AUDIO INTEGRATE BEAUTIFULLY. OK, what business doesn’t want to use audio and video on their site.  With WordPress, it can’t get any easier.  Thanks to years of development and improvement, it’s as simple as clicking a button to add audio and video to your site.  Just make sure that audio and video is going to drive some traffic where you want it!
• SOCIAL TOOLS INTEGRATE EASILY. Want to add your site updates to Twitter?  Or Facebook?  Not a problem.  Easy as pie.
• RSS IS YOUR FRIEND. It’s still a mystery to most people, but having your site built on WordPress gives you automatic RSS feed creation.  Easy to syndicate your content to multiple sites, and drive that most important component, traffic.
• EASY TO UPGRADE. Before, if you wanted to upgrade your site, you basically had to rebuild it from the ground up.  With WordPress, you’re just a few clicks away from having access to the latest developments and improvements.
• LAST, BUT NOT LEAST… use WordPress.  For almost everything!  Nearly every site that we build is based on WordPress.  That should be enough of a recommendation, don’t ya think?

While enduring one of the worst economies ever, many small businesses have been forced to abandon efforts of growing their business in favor of simply surviving. As economists debate over stabilization, one thing is becoming clear; there is still a very real market out there for your business to THRIVE in instead of just trying to survive.

As consumer confidence continues to climb, capturing the attention of these customers will favor the bold, not those holding the purse strings tight. In fact, companies solely focused on holding costs down in efforts to survive will likely find themselves left behind with little to no customers in sight.

In order to get back into the game businesses need to shift the paradigm of focusing on cost, and instead focus on return. Today’s businesses too often look at opportunities by asking, “How much will this cost me?” By narrowly focusing on cost, the business views an opportunity as an expense, rather than what it is: an investment. Businesses don’t spend money just to spend it, they spend it to make more.

Accordingly, opportunities need to be evaluated on what the potential returns are, a process that will measure return against the cost.

Recent years have brought significant changes in the manner that consumers communicate and purchase; changes that have created challenges and opportunities for businesses. The most important question for businesses today is how to connect with potential customers in a manner that drives the most return?

The reality is that there is no one way to connect. If consumers are using multiple channels to research and shop then you need to make sure you’re represented in multiple channels. To do this you need a an integrated multi-channel marketing approach.

Many businesses think that they’re already doing this, and many are. However, most aren’t doing it well. Unless these channels have been aligned to work in unison then all they’re doing is creating more confusing noise. That noise may be the difference between being remembered and just being those “other guys.” The goal is to make sure that all your marketing channels are integrated.

in•te•grat•ed (adjective): made up of aspects or parts that work well together

• Website
• Email
• Direct Mail
• Social Media
• Sales

When all of the above channels are working synergistically, your potential customer hears a clear and concise message, which increases the effectiveness of each individual channel. This will collectively increase the effectiveness of your overall marketing campaign.

This six part guide will either help you refine the marketing efforts you’re already making, or they’ll help you to establish a presence that will put you on the track to thriving in today’s market.

Maximizing the WEBSITE channel on Friday!

“Just pick something nice!”

I hear that ALL the time. How important is a font in your branding and collateral? I believe it is as important to your collateral/identity package as your logo and/or your color palette. Ever hired a law firm that used Comic Sans in their web banner? Would you hire a clown for your kid’s birthday whose business card was just “ZIPPY!” on a white card in 35 point Goudy Handtooled Extra Bol…waaaait, I AM geeking out a bit here…

Don’t believe that fonts contain energy? Try this:

When you think of the word “BLUE,” does it appear in your mind’s eye as blue letters? Is it a particular font? Look at the picture on this page.

Say the words over and over again. It almost hurts your brain! Like rubbing the old tummy and patting the head at the same time. Something just isn’t right. That’s all people need to know to pass your materials over. They don’t make an educated, informed decision that your brochure stinks, but their subconscious forces their vision to keep wandering until it can settle onto something more pleasing and agreeable to their particular subconscious notions of aesthetics.

So, how important IS the font selection for your marketing materials? Just make sure it says about you what you want others to hear. And hope a positive image plays over and over throughout their mind for as long as possible. Or, at LEAST until they call you to set up an appointment!!!

Multichannel marketing is a technique using several different methods to reach a customer. A channel might be a website, an email newsletter, a direct mail piece or a social media campaign. The objective of the marketer is to make it easy for a consumer to buy in whatever way is most appropriate for that particular consumer.

Many businesses think that they’re already doing this, and some are. However, many aren’t doing it well. Unless these channels have been aligned to work in unison then all they’re doing is creating confusing noise. Noise that may be the difference from being remembered and just being remembered as “those other guys.” The goal is to make sure that all your marketing channels are integrated.

The channels I will cover will be:

• Your Website
• Email Campaigns
• Direct Mail Program
• Social Media Strategy
• Sales Practices

This guide will help you refine and integrate the efforts you’re already making in order to establish a presence that will put you on the track to THRIVING in today’s market.

MORE TOMORROW!!!!

These days, everyone and their mother has a Facebook page, a Twitter handle and a YouTube channel. But as any creative agency worth its salt knows, that’s just the tip of the social media iceberg.

To avoid sinking your client (not to mention your own business) like The Titanic, you have to deliver more than just views, likes and retweets. Here’s what the social media maestros at Vitamin T agree are five great ways to rock a social media campaign like a hurricane.

1. Start with a strategy. Clients may love your help with content, but what they expect (and need) are strategic goals that drive revenues. So start every social media conversation with your clients there, and support your strategy with great delivery.
2. Create content that people will actually want to share. It may sound old-fashioned, but content is still king. The better your content, the more people will want to share it on Facebook, Twitter, Tumblr, Digg…you get the picture.
3. Make sharing easy. Thanks to the one-click functionality of share, like and retweet buttons, sharing content has never been easier. So make sure you have those buttons at the ready so people can spread your gospel with little effort.
4. Reward engagement. Engagement can mean a lot of things: comments, discussions, shares, user response videos…the list goes on. Regardless of how you define it, engagement matters – big time. So reward anyone who engages with your content.
5. Encourage mashups. No, we’re not talking about mixing Salt-N-Pepa with The Stooges. But the principle is the same. If people want to take something you’ve published online and make it their own, let them. Better yet, encourage them.

Equinox Naturopathic Medicine is a Santa Barbara naturopathic health center for the whole family.  At Equinox Naturopathic Medicine, we believe that the body has an incredible wisdom and inherent ability to heal itself given the proper guidance.  Under the care of Dr. Tom Matteucci, naturopathic doctor, we combine the science of modern medicine with the wisdom of traditional healing to rebalance the body’s organ systems and optimize function, as well as give you the necessary tools to regain a sense of power over your own health. We at Equinox Naturopathic Medicine are dedicated to helping each individual and the Santa Barbara and surrounding communities to achieve true health, not just the absence of disease.

PORTLAND, OREGON – At the TEDx Portland conference, held on Saturday April 21, 2012, Uncage the Soul, the video production team behind the acclaimed short “Finding Oregon,” revealed its latest timelapse piece, titled “Finding Portland,” which today is made available to the public.

Filmed in Portland and the Columbia Gorge, “Finding Portland” gives a new perspective to the City of Roses. From a season opening Portland Timbers soccer game, to the top of the Fremont Bridge, to an aerial shot of Oneonta Gorge, “Finding Portland” tells the story of a city and its many faces.

Comprised of over 300,000 photographs shot in March and April, and including 50 unique locations, “Finding Portland” gives an intimate view of the city through cutting edge timelapse techniques.

A central part of the Uncharted Territory Portland TEDx conference, John Waller and Ben Canales screened the video in front of a sell-out crowd of 650 people and received a standing ovation.

SO, IT’S OFFICIAL! AFTER 7 YEARS ON THE CORNER OF 7TH AND HAWTHORNE, WE BID S.E. ADIEU!

As a new chapter unfolds in the 15 year story of Hawthorne Media, we have joined forces with longtime friends Rede Group and set up shop somewhere in the Rose Quarter area. Follow the clues to find out where! And Like us on Facebook or share us with all of your friends or visit the contact page to get an invite to our COMING VERY SOON Open House. Not to be missed. THANKS!!! DS

Knock, knock...

Who's There?

There's A Pattern Forming

Rest for a Spot on the Landing

Come On In!

Observe the Beautiful Fjords!

A Moose Once Bit My Sister.

Now, Take a Load Off, Dammit! Welcome to Hawthorne Media!!

There, you’ve found us. Now, please feel free to bug us whenever you need any help with anything related to Small Business Marketing and Entrepreneurial Assistance and/or Motivation techniques. Cheers!

1. Choose an easy-to-remember domain name

Even if it is a long one (ahem, hawthornemediagroup.com), try to keep it simple and easy to remember. Using puns, abbreviations or local references (hawthornepdxweb, etc.) will not only confuse your existing and potential new clients, but you will spend SO MUCH VALUABLE TIME spelling your website out, because everyone will ask you to. Which is easier to remember: portlandalternativebusinesscompany.com or portaltbizco.com? People would rather type a few extra letters than try to figure out how clever you are.

2. Advertise in neighborhood newspapers and newsletters

This is a no-brainer. At last check, the Southeast Examiner’s(Portland, OR) ad rates for a business card sized ad was under $90/month. Their circulation is OVER 27,000 READERS!!! What that means is that if your success rate is anywhere above .004%, your ad will pay for itself. Give it a shot. Call Nancy or Ted at 503.254.7550. Tell them Hawthorne Media sent you. If they don’t hang up, maybe they will give you a price break!

3. Seek out local business organizations and visit/join

Some are free, some come at a bit of a premium, but every organization we have ever joined has paid off with clients and friends. People hire people who they KNOW, LIKE and TRUST! Get yourself seen on the scene!

4. Buy locally…and reap the karmic benefits

Odds are, if you purchase from nearby vendors, they will remember you and give you a call when your products or services are what they are seeking. Remember, get it going around and you will keep it coming around.

5. Use the free (or very inexpensive) tools that accompany Social Media

You’ve heard the buzzwords, but you still haven’t made the leap. That’s OK, there is still PLENTY of time. Social Media is the future and there is no better time than the present to fulfill your New Year’s Resolution to build your Facebook Fan Page, update your LinkedIn profile (Google lOVES LinkedIn), and dedicate yourself to Tweeting once a day or at least 2-3 times per week.

6. Standy proudly in your self-confidence

Pretty self-explanatory. If you believe you can do something, you almost always CAN!

Have a great week!

1. Don’t Advertise Like a Big Business-

Big businesses advertise to create name recognition and future sales. A small business can’t afford to do that. Instead, design your advertising to produce sales …now. One way to accomplish this is to always include an offer in your advertising – and an easy way for prospective customers to respond to it.

2. Offer a Cheaper Version-

Some prospective customers are not willing to pay the asking price for your product or service. Others are more interested in paying a low price than in getting the best quality. You can avoid losing sales to many of these customers by offering a smaller or stripped down version of your product or service at a lower price.

3. Offer a Premium Version-

Not all customers are looking for a cheap price. Many are willing to pay a higher price to get a premium product or service. You can boost your average size sale and your total revenue by offering a more comprehensive product or service …or by combining several products or services in a special premium package offer for a higher price.

4. Try Some Unusual Marketing Methods-

Look for some unconventional marketing methods your competitors are overlooking. You may discover some highly profitable ways to generate sales and avoid competition. For example, print your best small ad on a postcard and mail it to prospects in your targeted market. A small ad on a postcard can drive a high volume of traffic to your website or generate a flood of sales leads for a very small cost.

5. Trim Your Ads-

Reduce the size of your ads so you can run more ads for the same cost. You may even be surprised to find that some of your short ads generate a better response than their longer versions.

6. Set up Joint Promotions with Other Small Businesses-

Contact some non-competing small businesses serving customers in your market. Offer to publicize their products or services to your customers in exchange for their publicizing your services to their customers. This usually produces a large number of sales for a very low cost.

Also, convert your customers into publicity agents for your business. Develop an incentive for them to tell associates and friends about the value of your products or services. An endorsement from them is more effective than any amount of advertising – and it is much cheaper.

Each of these 6 marketing tips provides a simple, low-cost way for any small business to find customers and generate sales quickly.

Give these tips a try and let us know how they work for you!